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In recent years, the development of technology, innovation and an increase in mobile phone usage has spurred the rise of social media as a marketing channel. Instagram users are exposed to paid advertisements, influencer’s posts, reviews, etc., which demonstrates how the platform has grown as a digital tool. The Fashion industry primarily targets people aged 18-29, and 59% of this demographic uses Instagram, which makes it an especially potent social media channel for the marketing of fashion brands. The main objective of the research was to find out how Instagram is used by fashion brands, how the case company, Adidas Originals, can improve its Instagram market-ing strategy, and finally, what the role of Instagram is in the marketing of fashion brands. The study was conducted under the inductive approach, and different meth-ods were used in order to achieve the results. Those include literature review, existing data analysis and two semi-structured interviews with industry specialists.The result of the study showed that Instagram is an important marketing tool of fashion brands, and it is a key social media channel. It is used for promotion of companies and products, expressing enterprise’s opinions and values, and for interacting with con-sumers. It is also used for social listening and consumer research, as well as trend and competitor research. Instagram is a direct link between the brand and the con-sumer.Based on the implemented research, a list of suggestions for the case company as well as ideas for further research were produced.